How To Blow Up Online
In this installment of Field Notes, six viral content creators share their best tips.
Welcome to Hypebae’s new advice column, Field Notes. This series will provide you with everything you need to know about tapping into your dream industry. Whether you’re an emerging designer, stylist, photographer or simply creatively inclined and seeking to make your side hustle your main gig, Field Notes is for you. Stay tuned monthly as we provide exclusive access to the creatives leading your field, their essential advice and words of encouragement for your next era.
Everyone’s chasing that viral moment. But is that even possible with today’s algorithm? In our latest installment of Field Notes, we spoke with six creators who’ve gone viral. From mastering the hook to dodging burnout and not letting the numbers kill your creativity, they’re spilling exactly how to make content that hits.
You’ve definitely heard the name @Mustbemargiela before. If not, Ashantéa Austin is the fashion journalist giving you the tea on “Fashion news from lately that you might have missed.” From Instagram to Substack, her content has become a go-to for fashion girlies, so you don’t want to miss her best tips. Elsewhere, influencer and stylist Jess Xu shares the real on her most viral moments — because there are that many.
If Reels and TikToks aren’t your vibe, don’t worry, we tapped Forbes 30 under 30 honoree, Valerie Zhang. Known for her fire edits, Zhang also founded a New York and Paris-based creative agency, VX Media. For the unconventional girlies, Nikita Redkar has mastered the art of stopping the scroll. Stay tuned for her best hook advice, too.
Ami Fall is for the beauty girlies. Her viral moments provide beauty inspiration and tug at your heartstrings, keeping you hooked until the final style reveal. Lastly, if you’re wondering what not to do, we break down the most common content mistakes. According to Jordan Rand, the worst flop is ”Focusing on virality or vanity, rather than community. Make people feel something! Don’t just show off.”
This no-gatekeeping guide is stacked with social media tips from the girls who’ve made it. Whether you’re stuck in a content fog or planning your rebrand, this one’s for you.
Continue reading for more.
If you had to reverse-engineer your viral moments, what steps or elements would you say made them work?
Xu: One of my most viral videos hit over 5 million views on TikTok. It was the “Oh, I bet you can’t style that” lip-sync trend. I styled this wild Rick Owens dress that looked like a thneed from The Lorax. Even though the look was super avant-garde, I think the humor and playfulness made it stand out.
Rand: Many of my most viral videos have been around overcoming adversity. Whether it’s homophobia, misogyny, negative comments or agents that told me I’d never be successful, people love a comeback story! It’s empowering and inspiring to see someone refuse to let anything stop them.
Redkar: You have literally half a second to capture people’s attention, so start your videos with a hot take, strong aesthetic or an outrageous statement. The videos of mine that perform best have a hook and a concise explanation, usually under a minute.
What was your best “hook” that pulled people in, and why do you think it worked?
Zhang: I once started a video with a scene selling fake bags on Canal Street. It had absolutely nothing to do with the actual topic, but it triggered curiosity, slight judgment and a weirdly specific visual. People stayed just to see how it connected. Spoiler: it didn’t. But they watched anyway.
Austin: “Fashion news from lately that you might have missed.” It tells viewers the purpose of my content and sparks curiosity.
Rand: One of my recent viral videos started with a comment [someone left me] saying, “Women can’t drive.” I also started a GRWM video saying, “Men don’t actually like women.” It gets people activated and connects to an emotion that keeps them watching.
Fall: My first viral video was of me dyeing my girlfriend’s hair pink. It was flirty, with a lot of on-screen chemistry and personality, which I think drew people in. Combining that with my editing style (snappy, fast cuts to each shot) gave a “blink and you’ll miss it” feel.
Redkar: The contradiction of my bimbo aesthetic and talking about smart things! It started as a bait and switch, but now I have an amazing community of people of all genders who like learning.
Looking back, was there a specific shift in your mindset (dare we say, aura) that led up to your path in content creation?
Zhang: Honestly? The day I stopped chasing perfection and leaned into delusion with direction. I used to overthink everything from captions to angles. But then I realized that people don’t connect with polished content; they connect with personality.
Rand: The shift in my mindset was not just making content for me, but making content for my community. It helped them feel seen and like they’re not alone.
Fall: My mindset shift happened when I decided to post videos without overthinking and just having fun with it. I started to just say yes to things and be more open to filming as opposed to just taking photos of my work.
Are there any social media tricks or trends that aren’t worth the hype?
Xu: Unfortunately, most of them. They used to create a sense of community on social media. Now, I don’t consume much content because it often feels like “copy/paste.”
Zhang: ”Post at the perfect time.” If your content is mid, no amount of astrology-aligned timing will save it. And chasing every trend just to be seen? Exhausting. I’d rather miss a wave than lose my voice in the noise.
Austin: Posting at specific times and hashtags on Instagram. Also, despite what people say, if a video flops, you can just delete it and repost it later.
Fall: Using viral audio or formats just because it’s hot. If it doesn’t fit your brand or message, it can come off as forced — I spot that right away. For me, it’s much better to use songs that you love. You can put people onto new music instead of recycling the same sounds.
Redkar: There’s a myth that you have to post a few times every day. That’s a fast track to burnout and hating content creation.
What’s your best advice for aspiring content creators?
Xu: Lauryn Hill once said something that really stuck with me: “The real you is more interesting than the fake somebody else.” Don’t get caught up in trying to be what you think the internet wants. There’s only one you!
Zhang: Post like you have 10 million followers, even if you have 10. And don’t delete the video just because your views are low.
Fall: Originality will always be more enticing than repetition and that’s how you can go viral and grow your platform!
Austin: No drafts. If you make something, post it.
Redkar: Follow your curiosity, don’t follow a niche. If you’re a creator from a marginalized background, I am going to warn you that people will come after you. But please don’t let that be the reason you stop, we need more of you — and your voice.
This interview has been condensed for clarity.
In other news, Billie drops a bush-worthy collab with Ian Charms. Elsewhere, Mowalola presents a five-deck drop with THE SKATEWORLD.
